Google’s popular pay-per-click advertising service is going through changes. The search giant is constantly searching for ways to streamline their service, and the recent launch of a new interface allows users to focus on the most important metrics without unnecessary distraction.
We have detailed the latest AdWords updates and improvements, as well as outlined the plans that Google have for the future of their platform.
Changes to the AdWords Interface
The new AdWords Experience recently landed, with Google making numerous changes to interface appearance and functionality as part of their changes. The search engine has promised quicker access to important features, actionable insights through improved reporting tools and greater support for those pursuing unique business goals.
The sleeker, streamlined interface offers significant potential for those willing to delve deep with their marketing efforts. We have listed three of the more valuable features that the new AdWords updates support:
Focus on Specific Targets With Custom Intent Audiences
Custom intent audiences is a recent AdWords addition that allows users to find new sales prospects based on relevant data collected from your campaigns. You can either allow Google to automatically create a custom intent audience based on machine learning, or populate your own list of keywords and URLs that will drive positive results.
It’s a clever way of leveraging the work already put in to existing campaigns. For example, insights may discover people who’ve visited an electronics website as well as actively researched OLED televisions online. AdWords can then create a custom intent audience that makes it easier to market to this niche of consumers.
Stronger Conversion Data for Attributing Sales
Attribution models are handy for letting you determine how much credit to attribute to each stage of the sales journey. By studying all relevant touchpoints, users will get a better idea about the success of their various endeavours. AdWords previously used last-click attribution as a default setting, but the new model has much more potential from a marketing perspective.
There are five different attribution models to choose from for apportioning credit. Some prioritise touchpoints closer to conversion, while others are more linear. Whatever model you choose, the machine learning potential of AdWords allows you to study conversion data to great effect.
This graphic from Search Engine Land sums up the whole process nicely.
Keep It Simple With Custom Columns for Keywords
The new AdWords Experience is extremely customisable, but many of the metrics offered by the platform aren’t relevant to certain businesses. Those who want to see all of their target insights in the one place are well-served by the new custom columns feature.
Custom columns allows you to see metrics that you have built using the formula builder alongside other relevant insights. You can customise your interface so that all necessary information is available in the one place, allowing you to easily demonstrate your AdWords initiatives to key stakeholders.
Future AdWords Updates Tipped for 2018
As of the end of 2018, the old AdWords interface will be completely phased out – users who have opted to stick with the interface they know and trust will have no choice but to make the switch. You’ll get a reminder in the weeks leading up to change and Google will run you through the simple process of adopting the new interface for your business campaigns.
Parallel tracking will also become a requirement of all AdWords accounts come October 30.
In simple terms, parallel tracking is an AdWords initiative that allows your landing pages to load quicker – while the improvements may seem small, Google is adamant that parallel tracking is essential going forward. Parallel tracking basically does away with the redirections that we are currently used to when you click on an ad. Streamlining the loading process will result in page-speed improvements across the board according to Google.
Advertisers have until October to implement parallel tracking, and Google have provided these simple steps for users to follow when opting in.
Choose Studio Culture for Campaign Management
Not everyone has the time and effort to keep up with AdWords updates and practices. Here at Studio Culture, our experienced team can take control of your Google AdWords or other PPC campaigns to help you deliver the best possible online result for your investment.
Brendan Golingan is an SEO Consultant.